Visit
Yasemin Özer
Whoever walks into Lomstraat can, with a bit of luck, discover the fresh, light store of VILA amidst the cacophony of colorful boutiques. The white walls, green plants, and sleek displays create an oasis of tranquility in the midst of the lively hustle and bustle of this well-known street in Venlo. Inside, there is also a serene, open atmosphere. There's a good chance that Yasemin Özer will greet you with a smile. “I want people to feel immediately welcome here,” she says. “That they think: what a lovely store.”
A glimpse into the life of...
A challenge that energizes you
Yasemin (30) was born and raised in Venlo and grew up in Blerick. After gaining experience in various stores in Venlo and Blerick, she ended up at VILA in 2019, first as an assistant manager. Three years ago, she had the opportunity to advance to shop manager. "That was a huge challenge," she says, "We were about to move from the Vleesstraat to a larger location on the Lomstraat. But one that immediately gave me energy."
Teamspirit
VILA is a Danish brand, just like Jack & Jones and Name It, and is known for feminine, accessible fashion. In Venlo, the store is run by a close-knit team. As the shop manager, Yasemin is ultimately responsible: from staff planning to figures and from store presentation to the link with headquarters. "You have to be flexible, strong in communication, and especially good with people," she says. "I know what it's like to start young, combining school with work. That helps me to understand my team well."
She learned that people-oriented approach early on. In her first part-time job, she had a shop manager who inspired her. "He showed how important atmosphere in a team is. Back then, I thought: I want to be that kind of leader too." She carried that feeling into her own way of working. "When someone works at your store, they're not just working for the store, but also a bit for you. Then you want it to feel right."
"Then I thought: I want to be a leader like that too."
German DNA
The move from the smaller store in Vleesstraat to the more spacious location on Lomstraat marked a new phase. “This street is the heart of 'the German part' of Venlo,” says Yasemin. “It is an essential part of the city, the Germans give our city a part of its identity. Without Lomstraat, Venlo wouldn't be Venlo. As a team, we also get along well with our German customers. They are very nice, respectful, and loyal to our store, where they love to come.”
On weekends, the shoppers are mostly German visitors; during the week, you see more Dutch faces. All customers especially appreciate the cleanliness, the calm, and the personal attention at VILA. “As a team, we are very meticulous. A clean store, fresh appearance, nice texts in the fitting rooms. People really say that.” Many customers return regularly. Some even specifically ask for Yasemin or one of her colleagues. “Then you know there's a connection. That they feel seen.” And sometimes they just drop by for a chat. “That's part of it. That's what makes it fun.”
Working Together
Running a retail business also means dealing with numbers and seasons. January and February, for example, can be challenging. “Sometimes you do everything you can with your team and you just don't quite make it. That's tough. But when you do achieve a goal together and can celebrate it, it's extra special.” What does her store mean to her? “It feels like my second home,” she says. “I've grown here. From assistant to shop manager. I am proud of that.” She emphasizes that she doesn't do it alone. Together with her assistant Donna and first sales associate Nina, she forms a solid and strong team. “If I'm not around for a moment, they run the store just as well. That trust is very important.”
Venlo suits her. “You often see the same faces here. People say hello to each other, wave. On Lomstraat, we also know each other. That gives a friendly, almost village-like atmosphere.” How would she describe the DNA of the city? “Coziness. True coziness, that's at the top here.” What her life will look like in five years, she's not exactly sure, she hasn't thought concretely about it yet. “I live very much in the now, every day is one. And for the rest, I'll see how my life unfolds.” For now, her goal is clear: to run a store where people feel welcome, where the team enjoys working, and where customers love to return. A place that is as cozy and accessible as the city itself.
